Handbook of Islamic Marketing
Show Less

Handbook of Islamic Marketing

Edited by Özlem Sandıkcı and Gillian Rice

The Handbook of Islamic Marketing provides state-of-the-art scholarship on the intersection of Islam, consumption and marketing and lays out an agenda for future research. The topics covered by eminent contributors from around the world range from fashion and food consumption practices of Muslims to retailing, digital marketing, advertising, corporate social responsibility and nation branding in the context of Muslim marketplaces. The essays offer new insights into the relationship between morality, consumption and marketing practices and discuss the implications of politics and globalization for Islamic markets.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 10: Understanding Preference Formation of Functional Food Among Malaysian Muslims

Siti Hasnah Hassan


Siti Hasnah Hassan INTRODUCTION Growing awareness concerning health and wellness among consumers has significantly changed their preferences and attitudes towards foods for specific use. The shift to better lifestyles and diets among consumers has created demand for food products that work as preventive measures against lifestyle related diseases and provide health benefits. This type of food is known as functional food. Functional food is believed to offer diverse health benefits beyond basic nutrition (Hilliam, 1996). As individuals become more interested in healthier lifestyles, more functional food brands appear on the market and consumers must select among them. Food consumption is part of consumer identity, and the process of consumption involves tradition, social commitment, and health (Fischler, 1988; Ikeda, 1999; Lawrence and Germov, 1999). For centuries, it has been believed that foods and herbs have healthgiving and curative properties (Sheehy and Morrissey, 1998). There is an old Chinese proverb saying that foods and medicine are isogenic (Arai, 2002). Both are equally important for preventing and treating disease as they come from the same sources; have the same uses; and are based on the same theories (Weng and Chen, 1996). Besides giving basic nutrition, some foods are believed to have a therapeutic effect on human health, which includes prolonging a healthy and active life, boosting physical and mental ability and lowering long-term health care expenses (Ahmad, 1996; Childs and Poryzees, 1997; Diplock et al., 1999; Hassan, 2008; Lawrence and Germov, 1999; Milner, 1999). Over the past few years, the functional food market...

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information

or login to access all content.